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FAIR TRADE SYSTEM NOT BE TRANSMITTED GOODWILL OF USERS TO THE GROWING COFFEE In a model from my students at San Francisco (as described in the book The Taste of Many Mountains), they found that , the average coffee drinkers are willing to spend more money for a cup of fair trade coffee. However, even in the best case when world coffee prices at a minimum, farmers receive only a tiny fraction for each cup of coffee above.
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